?

What Is It?

Who Uses It & Why?

   Should You?

      How?
Social Media
Image
courtesy
of
Gaping
Void
Gallery,
Hugh
MacLeod

Search
Engine
Marketshare
1999


                                                                 Yahoo!


               ...
Internet
Usage
by
Age

                             %
of
PopulaUon
    %
of
Internet
PopulaUon

35%

                     ...
3
out
of
4
US
online
adults
use
social
media


        2/3
of
the
world’s
online
popula:on



             Ques:on:

  Is
...
Social
Networking
Site
Ac:vi:es
of
US
Social
Network
Users


     Become
a
fan/follower
of

     some
other
brand
or
     ...
300
million
ac:ve
users

         50%
login
every
day

    65
million
mobile
device
users

Market
value
=
$1
billion?,
$10...
55
million
unique
visitors

 Mul:ple
Entry
Points

    Poin:ng
device

   45
to
54
year
olds

Twiger
is
a
plahorm
for

                                   imbeciles,
skeevy
marketers,

                                ...
•  93%
of
American
adults
own
a
cell
phone

•  GPS
=
Local

•  Mobile
money

100,000,000
      Videos
viewed
each
day





Free Hosting & Sharing

  Not making money
                Yet

“Marketers
don't
understand
channels
where
you

    have
to
talk
and
listen
at
the
same
1me...


    The
markeUng
industry...



Social
media
is
like
teen
sex.




Everyone
wants
to
do
it.
No
one
actually
knows
how.




When
finally
done,
there
is
s...
Sweetest
of
Customer
Engagements





                   3
million
Facebook
impressions

                           130,00...
News
–
Value
in
AggregaUon

“Goin’
Fishin’”





$42,000
in
1cket
sales
tracked
through
URL

      ANract
younger
1cket
buyers

         Low
Cost
Per
...
Enterprise‐wide
collabora1on
and
innova1on

         
24,000
employee
members

           Reduced
employee
churn


    Inc...
Barter‐based
Marketplace

17
million+
business
contacts

  Over
6
million
companies


The
Greatest
Asset
of
All…..

Does
Ma
Bell
Tweet?


PR
Times
‐
They
are
a’changin

Crocs
Showing
How
Its
Done

Risks
&
Concerns

•    Budget


•    Stock
price

•    Brand
damage

•    Time‐waster

•    Reliability



•    OrganizaUo...
What
do
you
do
now?

Define
strategy

Integrate

Assess
abili:es

Pick
tools

Listen

Contribute

Distribute

Measure

Resources

•  Books

   –  Groundswell:
Charlene
Li
&
Josh
Bernoff

   –  Tribes:
Seth
Godin



•  Blogs

   –    hgp://www...
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
Social Media Oct22 Caci
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Social Media Oct22 Caci

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Presentation on social media basics and strategy by Cathy McCall and Bob Kumagai. Presented to Colorado Chamber of Commerce and Industry Chairman's Roundtable Oct 22, 2009

Published in: Business, Technology, Design
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Social Media Oct22 Caci

  1. 1. ?

  2. 2. What Is It? Who Uses It & Why? Should You? How?
  3. 3. Social Media
  4. 4. Image
courtesy
of
Gaping
Void
Gallery,
Hugh
MacLeod

  5. 5. Search
Engine
Marketshare
1999
 Yahoo!
 Excite
 Altavista
 Infoseek
 Lycos
 GoTo
 (Overture)
 Source:
David
Viney,
SEO
Experts


  6. 6. Internet
Usage
by
Age
 %
of
PopulaUon
 %
of
Internet
PopulaUon
 35%
 Fastest
growth
for
online
ac1vity
is
 30%
 among
users
age
55+
 25%
 20%
 15%
 10%
 5%
 0%
 Gen
Y


 Gen
X


 Younger
 Older
 Silent
 G.I.
 (18‐32)
 (33‐44)
 Boomers
 Boomers
 GeneraUon
 GeneraUon
 (45‐54)
 (55‐63)
 (64‐72)
 (73+)
 GeneraUons
Online,
2009

  7. 7. 3
out
of
4
US
online
adults
use
social
media
 2/3
of
the
world’s
online
popula:on
 Ques:on:
 Is
It
Bigger
Than
a
Breadbox?
 17%
of
all
:me
online

 Ad
spend
on
social
media
grew
to
15%
of
total
 Global
Faces
&
Networked
Places,
2009
 The
Growth
of
Social
Technology
AdopUon,
2008

  8. 8. Social
Networking
Site
Ac:vi:es
of
US
Social
Network
Users
 Become
a
fan/follower
of
 some
other
brand
or
 52%
 company
 Said
something
good
about
 company
or
brand
 46%
 Said
something
bad
about
 company
or
brand
 23%
 Promoted
some
other
 company
or
brand
 18%
 Promoted
your
own
 business
 12%
 Surprise!
People
want
and
expect
to
 interact
with
brands
and
companies
 Source:
Anderson
AnalyUcs,
“Social
Network
Service
(SNS)
A&U
Profiler”,
provided
to
eMarketer.com,
July
2009
 n=1000,%
of
respondents

  9. 9. 300
million
ac:ve
users
 50%
login
every
day
 65
million
mobile
device
users
 Market
value
=
$1
billion?,
$10
billion?
 2
billion+
pieces
of
content
each
week

  10. 10. 55
million
unique
visitors
 Mul:ple
Entry
Points
 Poin:ng
device
 45
to
54
year
olds

  11. 11. Twiger
is
a
plahorm
for
 imbeciles,
skeevy
marketers,
 D‐list
celebrity
half‐wits,
and
 patheUc
agenUon‐seekers.
 No
wonder
we
can’t
get
 enough.
 Twiger
is
a
dynamic
and
 diverse
medium
for
acUon
as
 well
as
communicaUon.
 Whether
it’s
raising
money
for
 malaria
nets
or
promoUng
your
 company
brand…
it’s
expanded
 to
“what
is
the
world
doing
and
 what
can
the
world
do?”

  12. 12. •  93%
of
American
adults
own
a
cell
phone
 •  GPS
=
Local
 •  Mobile
money

  13. 13. 100,000,000 Videos
viewed
each
day
 Free Hosting & Sharing Not making money Yet

  14. 14. “Marketers
don't
understand
channels
where
you
 have
to
talk
and
listen
at
the
same
1me...

 The
markeUng
industry's
idea
of
a
two‐way
 communicaUon
is
to
put
an
800
number
or
a
web
 address
in
an
ad
and
take
orders.”
Josh
Bernoff
 “Millions
of
people
are
crea:ng
content
for
the
Web.

 Your
compe:tors
are
already
there.

 Your
customers
have
been
there
for
a
long
:me.

 If
your
business
isn't
pu]ng
itself
out
there,
it
ought
to
 be.”
























































BusinessWeek,
February
19,
2009

  15. 15. 


Social
media
is
like
teen
sex.
 


Everyone
wants
to
do
it.
No
one
actually
knows
how.
 


When
finally
done,
there
is
surprise
it’s
not
beger
 





























































































































Avinash
Kaushik
 Sources:
Marta
Kagan,
Brand
InfiltraUon
 Photo:
Zelaby,
Flickr

  16. 16. Sweetest
of
Customer
Engagements
 3
million
Facebook
impressions
 130,000
entries
 9‐minute
avg
engagement
1mes
 333,000
donuts
created

  17. 17. News
–
Value
in
AggregaUon

  18. 18. “Goin’
Fishin’”
 $42,000
in
1cket
sales
tracked
through
URL
 ANract
younger
1cket
buyers
 Low
Cost
Per
Acquisi1on

  19. 19. Enterprise‐wide
collabora1on
and
innova1on
 
24,000
employee
members
 Reduced
employee
churn

 Increased
401K
par1cipa1on
by
40%

  20. 20. Barter‐based
Marketplace
 17
million+
business
contacts
 Over
6
million
companies

  21. 21. 
The
Greatest
Asset
of
All…..

  22. 22. Does
Ma
Bell
Tweet?

  23. 23. 
PR
Times
‐
They
are
a’changin

  24. 24. Crocs
Showing
How
Its
Done

  25. 25. Risks
&
Concerns
 •  Budget

 •  Stock
price
 •  Brand
damage
 •  Time‐waster
 •  Reliability


 •  OrganizaUonal
implicaUons
 •  “Who
knows
this
stuff?”
 •  Culture
&
Control
 •  Policies

  26. 26. What
do
you
do
now?

  27. 27. Define
strategy
 Integrate
 Assess
abili:es
 Pick
tools
 Listen
 Contribute
 Distribute
 Measure

  28. 28. Resources
 •  Books
 –  Groundswell:
Charlene
Li
&
Josh
Bernoff
 –  Tribes:
Seth
Godin
 •  Blogs
 –  hgp://www.bernoff.com/
 –  hgp://www.web‐strategist.com/blog/
 –  hgp://rohitbhargava.typepad.com/
 –  hgp://www.convinceandconvert.com/

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